The impact of service quality and relationship quality on E-shop brand image

With the rapid development of internet, shopping online has become one of the mainstream patterns for consumption. As E-consumers will not trust and go shopping from E-shops so easily, building up a good brand image for E-shop to gain the trust from E-consumers become very necessary. Based on 143 questionnaires from Chinese netizens who have the E-shopping experience, this paper implements a structural equation model to test whether and how service quality and relationship quality with E-consumers take effect on the establishment of E-shop brand image. The result shows that service quality has direct positive impact on relationship quality with E-consumers but no direct positive impact on E-shop brand image. In addition, relationship quality plays an intermediary role between service quality and E-shop brand image, and has direct positive impact on E-shop brand image, which indicates that relationship quality is very important to E-shop for brand image building up and increasing E-consumers´ buying frequencies.